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Molly Kidd has built a design practice that proves vulnerability can be your greatest advantage.

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During a recent Office Hour session, the Expert shared a blueprint for building a business that honors both financial goals and creative values. From mastering money conversations to efficiently capturing content, her insights revealed the carefully crafted foundation supporting her eponymous studio’s success.

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Hosted by Olivia Black, VP of Trade, and featuring Gabrielle Savoie, Director of Brand Marketing and Editorial at The Expert, the exchange evolved into a comprehensive tutorial on cultivating a successful design practice. Through intentional boundaries, candid conversations, and leveraging the power of social media, Molly demonstrates how to create a business that not only survives but thrives.

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"95% of our clients find us on Instagram. It's really important to our business. We always schedule one day a month to batch create all of our content." —Molly Kidd

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Know When to Say No

Molly credits her success to having a clear creative identity and being unapologetically selective. "We're not the right fit for everyone, and that's okay,” she says. By staying true to her aesthetic, she protects both her time and her creative energy. “Every time we've said no, something better has come along,” she reflects.

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Rather than leave misaligned inquiries hanging, she offers alternatives: “If it’s not a full-service fit, we’ll redirect them to an Expert consultation or refer them to another designer whose style or services are a better match.”

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Master Money Conversations

Transparency builds client trust. By clearly presenting fees, Molly establishes credibility and creates an efficient screening process: “We charge what we’re worth and we talk about it with confidence. That took time to establish, but it’s essential.” She structures her pricing at $200/hour and provides clients with an estimate of projected hours upfront, helping them understand the investment from day one.

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Establish Clear Boundaries

Setting expectations upfront protects both a designer’s time and their creative process. From communication expectations to revision policies, structure allows their work to thrive. “You need to set really clear boundaries in the beginning. The client doesn't run the project—you do,” Molly says. She recommends clear contracts and documentation, regardless of the client relationship. “Put everything in writing. Always. It doesn't matter how great the relationship feels at the beginning,” she cautions.

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Designing Across State Lines

No stranger to working with out-of-town clients, Molly has identified a hybrid process that balances remote efficiency with essential in-person touchpoints. “We try to fly out for the initial consultation, then plan for 5-7 meetings total,” she notes. “Key meetings like the presentation and install are always in person.”

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Leverage Social Media

For Molly, a robust social presence has translated directly into business opportunities. "95% of our clients find us on Instagram," she notes. Rather than viewing it merely as a place to share her work, she treats the platform as a relationship-building tool: "A lot of people don't want to go to our website and fill out a form. They want to connect right there."

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Curating an intentional feed, she shares work that reflects the kind of projects she wants to attract: “We showcase the kind of work we want to get. That’s how we draw in our dream clients,” she says. Her number one rule? Never post someone else’s work. “It confuses your visual voice. Be original, even if it’s just process shots from your own projects.”

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Maintain Content Consistency

Understanding the power of social media, Molly suggests scheduling monthly shoot days to capture content at each stage of a project, resulting in weeks' worth of ready-to-post material and alleviating the pressure of daily creation. "Instagram is really important to our business. We always schedule one day a month to batch create all of our content," she says.

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Grow Slowly, Hire Strategically

Your first hire should directly contribute to revenue. “If they're not generating income or saving you significant time that you can then monetize, it’s probably too soon to bring them on full-time,” Molly advises. She suggests hiring part-time first: “Test the waters with a contractor before committing. It gives you flexibility without the overhead.”

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When it comes to growth, she recommends prioritizing sustainability over speed and salary. “I didn’t pay myself for months. Every dollar went back into the business until we had some cushion,” she shares.

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Optimize Sourcing

Efficiency impacts everything. Molly relies on her Expert Showroom curation to eliminate sourcing guesswork for her team. “If I am on a tight timeline, I can tell my team to browse my edit because it’s full of pieces I already like," she explains.

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Follow the Golden Vintage Rule

Molly’s strategy for incorporating vintage not only defines her aesthetic but also helps to set her work apart: “We aim to incorporate 50% vintage in every project. It adds soul and makes every space feel collected over time.”

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Celebrate Your Wins

In the rush toward growth, Molly emphasizes the importance of recognizing your progress. "It's so easy to jump to the next thing. I’ve learned to pause and celebrate what we've built," she reflects.

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